The Research On The Competitive Strategy Of PG China Hair Care Business

Procter & Gamble has five brands for Rejoice,Pantene,Sassoon,Head & Shoulders and Icahn in China hair care market,the market share is as high as 60%,it is the leader of the well-preserved hair care products.In recent years,it affected by external factors such as the impact of the Internet economy,consumption upgrades,the rise of new technologies and hair development institutions,and the internal factors as the redundancy of organizational structure,the lack of innovation in their own products,the single marketing method,and the slow response to network e-commerce marketing.PG China hair care business is facing a complex competitive environment.It has become more difficult to gain competitive advantage through products,prices,promotions for the company,the competitive position of PG China hair care business is threatened.In 2016,PG's sales growth in china market was only 1%,and the market share of the hair care business fell to 35.8%,and its performance also fell sharply.In the article,starting with the external environment analysis of PG China hair care business,citing macro environment analysis,industry environment analysis,competitor analysis,and analysis of key success factors in the industry,final get the opportunities and threats of PG China hair care business.Opportunities are state encouraging consumption to stimulate domestic demand,the opportunities brought about by the development of Internet technology,the increase in household income,the increase in purchasing power,and the change in consumer attitudes and consumer psychology.the threat is increased market competition,customer and supplier bargaining power continues to increase,The participation of the Internet platform makes product prices more transparent,new technology threats from hair care institutions.Then,further analyze the basic status of the company,internal resources and capabilities of PG,and derive the advantages and disadvantages of PG China hair care business.The advantage lies in the company's financial resources,good company reputation,anti-risk ability,and the advantages of R&D and brand management.the disadvantage is to adhere to the international management experience,fail to find the change of local consumer demand in a timely manner and respond quickly,passive price promotion war.The Internet environment has brought about the weakening of the supermarket channel and the failure of the black hair series.On this basis,the SWOT of PG China hair care business is analyzed.It is believed that PG China hair care business should use its own advantages to choose the combination of low cost and differentiation competitive strategy.Finally,Setting long-term,medium-term and short-term goals for PG China hair care business,and put forward specific strategic implementation and safeguard measures to adjust the existing huge redundant organizational structure,continuous updating of new products,new customer and market,increase investment in R&D and continuous construction of corporate culture to promote the sustainable development of PG China hair care business.